In a recent post we wrote about cities and their importance, but also how in many parts of the UK their impact and influence for change is relatively weak.
For many local communities it is what the local market or coastal town provides that makes the difference… or not as the case may be. Even here the influence of the big supermarket or the mini edge of town retail development can and often does have a detrimental impact on a traditional market square or longer established town centre retail offer. And here, away from the variety of the big city the influence of the internet is perhaps even more acute. In too many small to medium sized town centres the retail offer and often just the town itself looks tired. Dominated by charity shops and estate agents it can seem in some towns that the point of the town centre as a place to meet and purchase weekly requirements has passed, has perhaps had its day.
It doesn’t have to be this way and of course there are good examples across the country where the challenge is being met full on. What is clear is that distinctiveness is the key. Don’t try to compete head on with the supermarket, that isn’t going to work. Do something different, offer something different; locally sourced, better tasting produce perhaps, but also the unusual; challenge the customer to try something new. Service also differentiates – small businesses treat their customers as individuals (or at least they should) – no hanging on for ever with the call centre here; straight back into the shop and sort it out. And don’t make it difficult to get into town, charge a fortune for parking, or make them pay for an hour when they only want to pay for twenty minutes. Make it easy to shop in town.
People still like to belong, still like to be proud of where they come from, of where they live. But they also live in the 21st century, with 21st century demands. Town centres of all sizes, but particularly small towns need to recognise that and seize the opportunity to be different, relevant and distinctive.
